African Leadership University
TORI redesigned African Leadership University’s social media and web content strategy, focusing on authentic storytelling and brand alignment to boost student applications and admissions
Strategy
Social Media
Content
Insight
ALU needed a strategy to engage prospective students and showcase the real-life experiences of students from across Africa. TORI’s insight was that genuine, relatable content that reflects ALU’s values of diversity and leadership would resonate with the target audience and encourage them to apply.
Idea & Execution
TORI redesigned the social media and web content strategy, focusing on authentic student stories. This involved:
- Content Creation: Featuring real stories from current students, showcasing their journey at ALU and how they are equipped to tackle Africa’s challenges.
- Social Media Strategy: Crafting engaging posts and stories to inspire action, with clear calls to apply.
- Brand Alignment: Ensuring all content was consistent with ALU’s vision and mission of shaping Africa's future leaders.
Impact
- Over 13,000 Applications: The redesigned content strategy contributed to over 13,000 applications for the 2020/2021 cycle, exceeding ALU’s admission target.
- 23,000+ New Followers: Social media following grew by over 23,000 new followers across platforms, with a 87% increase in engagement.
- 210 Million Impressions: Content generated over 210 million impressions, significantly increasing visibility and attracting the right candidates to ALU.
